Jim Jam's new Tourism Tasmania campaign is continuing to build on its huge success with the new 2014 autumn campaign which takes findings from the previous two campaigns and pushes it to a new level.

The refreshed campaign continues to encourage Australians to visit the state and 'go behind the scenery'. It aims to grab people's attention, provides motivation to travel and shows people how easy it is to plan and book a Tasmanian holiday, and encourages them to book it now, and give them the confidence to do so.

While still carrying the brand message and creative expression of the
previous campaigns, there are some dramatic changes to design and
images.

The creation of 20 online content videos, directly
linking to the destinations and characters from the print and outdoor,
is also a fresh approach.

Says Charlie Cook, ECD: "We got one pretty clear directive from
the client after the previous campaigns - Yes it's working it's socks
off, now push it further, make it braver. Feedback doesn't get better
than that."

The campaign includes television, print, digital, outdoor and online content. Central
to the campaign was the microsite that
was used for the past two Go Behind the Scenery promotions. During
the last spring campaign, the microsite attracted almost 240,000 unique
users, seeking more information about holidaying in Tasmania.

The
combination of the creative content and media strategy has increased
the level of consumer engagement with almost every person who visited
the microsite taking the next step in understanding Tasmania whether it
be viewing an itinerary, a content piece or seeking more information on
special offers and deals.

With over 25 000 views of the video
content and 71 000 views of the travel itinerary's the engagement with
the destination continues to increase.

Tasmania is currently
riding a wave of success with visitor numbers up by 14% and growth in
all key markets. While this cannot be singularly attributed to marketing
we have been thrilled with the role we have played in contributing to
tourism growth in the state.